Google has the search monopoly and for that reason we must ensure that they do not simply get their way, 'just because they can'. Both Google and SEOs are going to be pulling on the ropes for as long as the search service exists; sometimes in unison other times, like this one, not. I think it's the duty of SEOs to debate these issues and make sure that Google understands that we expect them to 'negotiate' with us in the interests of a better web.

We can't always expect them to get it right, but we certainly should expect them to be clear cut about what is or is not considered spam. As Danny Sullivan suggests, I too believe it is a matter of better communication... which Google have improved over time. We just need to keep pushing for it.

I think that's an antiquated notion Tom. Google want to do their bit to make the web a better place and moreover they do a good job with it. Unfortunately we cannot please everyone all of the time. That's life and I suppose we could look at these 'scandals' as indirect negotiations between the greater (SEO) web community and Google's own emerging 'guidelines'. It's always going to be a moving feast.